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Social Media Coordinator Career Guide

What is a social media coordinator?

A social media coordinator enhances a company’s digital marketing strategy by maintaining and growing the organization’s presence across various social media platforms. They ensure consistent messaging, respond to comments, monitor trends, and sometimes create social media content. The role is central to an organization’s online reputation and audience engagement.

These coordinators are the company’s voice on social media channels, aiming to engage and grow the audience, create an interactive relationship with consumers, and drive traffic to the website or products. In essence, they are brand ambassadors, leveraging the power of social media to elevate the company’s online presence.

Duties and responsibilities

The primary responsibilities include managing a company’s social media channels, creating and scheduling posts, responding to followers’ comments and queries, and tracking performance analytics. Social media coordinators work closely with the marketing team to ensure the social media strategy aligns with broader marketing goals. Social media trends, industry developments, and competitor activities are monitored to inform strategy adjustments and stay ahead of the curve.

Work environment

Usually, social media coordinators work in an office alongside other marketing professionals. However, remote work is typical as initiatives involve online interactions. The position may include a balance of independent tasks, such as creating and scheduling posts, and collaborative work, such as strategizing with the marketing team or coordinating with customer service to address follower concerns.

Typical work hours

While work hours typically align with standard business hours, the nature of the role often requires a more flexible schedule. Social media is a round-the-clock medium, and coordinators may need to monitor or respond to developments outside regular office hours. This work may include evenings or weekends, especially during company events or promotions, or in response to real-time trends on social media platforms.

How to become a social media coordinator

Becoming a social media coordinator involves the development of solid communication skills, creativity, and an understanding of social media platforms and trends. The path typically includes formal education, gaining relevant experience, and staying up-to-date with ever-evolving social media trends. In this career guide section, we cover the steps you’ll need to follow:

Step 1: Earn a bachelor’s degree

Most positions require a bachelor’s degree in relevant fields such as marketing, communications, public relations, and journalism. These programs often include courses in social media strategies, digital marketing, brand management, and audience engagement, providing valuable foundational knowledge.

Step 2: Gain practical experience

While earning your degree, gain as much practical experience as possible. This could include managing social media for a student organization, completing internships in marketing or social media management, or even building a solid personal online presence. Focus on content creation, understanding audience engagement, and analytics tracking.

Step 3: Master the use of social media platforms

Being proficient in all major social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, and TikTok, is crucial. Understanding each platform’s unique aspects, including best posting and engagement practices, will help to craft tailored strategies.

Many great online courses are available to help you learn about social media marketing. Here are our recommendations:

Step 4: Learn social media management tools

In addition to knowing the platforms, become familiar with social media management tools like Hootsuite, Buffer, or Sprout Social. These tools allow you to schedule posts, monitor engagement, and analyze the success of social media campaigns.

Step 5: Stay up-to-date with trends

The world of social media is dynamic and constantly evolving. Regularly educate yourself on new trends, platform updates, and changes in social media algorithms to remain competitive in the field. Following industry blogs, attending webinars and conferences, and participating in professional networking groups can help to stay informed.

Step 6: Apply for social media coordinator positions

With a degree, relevant experience, and knowledge of social media platforms and tools, it is time to apply for jobs. Use your resume to highlight skills and expertise, and consider creating a portfolio showcasing successful campaigns and your ability to grow and engage an audience.

How much do social media coordinators make?

Educational background, particularly in communications, marketing, or a related discipline, can significantly impact earnings in this role. Professional certifications or credentials in social media management or digital marketing may also increase earning potential.

Experience plays a significant role in determining salary. As coordinators gain more expertise and showcase their ability to manage social media campaigns effectively, they can expect an increase in earnings.

Industries or sectors like entertainment, advertising, and technology typically offer higher salaries due to their focus on social media presence. Geographical location, especially in metropolitan areas with a higher cost of living, can influence pay too.

Highest paying industries

  • Information Technology: $74,100
  • Arts and Entertainment: $56,700
  • Human Resources and Staffing: $56,800
  • Media Communications: $58,950
  • Retail and Wholesale: $59,200

Highest paying states

  • New York: $60,830
  • California: $62,650
  • Massachusetts: $58,700
  • Washington: $58,800
  • New Jersey: $59,050

Browse social media coordinator salary data by market

Types of social media coordinators

In this career guide section, we will explore the various types of social media coordinators, shedding light on their unique specializations and areas of focus. 

Content-focused social media coordinator

A content-focused coordinator handles planning, creating, and posting engaging content across social media platforms. Content can include text posts, images, videos, and interactive content like polls or quizzes. The role may also involve working closely with graphic designers and creators to develop visually appealing and relevant content.

Analytics-driven social media coordinator

Social media platforms are routinely analyzed to assess the performance of posts and campaigns. These coordinators monitor metrics such as engagement rate, follower growth, and conversion rates to evaluate the effectiveness of the social media strategy and provide insights for improvement. A good understanding of social media analytics tools is needed for this specialty. 

Advertising social media coordinator

Advertising coordinators concentrate on the paid advertising aspect of social media to design and implement campaigns, manage budgets, and analyze performance. They aim to reach a larger or more targeted audience to increase brand awareness or drive specific actions, such as website visits or product purchases.

Platform-specific social media coordinator

Some coordinators prefer to focus on a specific platform like Facebook, Instagram, LinkedIn, Twitter, or TikTok. They are experts in that platform’s best practices, features, and audience behaviors. Their work may also include creating platform-specific content, growing the follower base, and managing community engagement.

Community management social media coordinator

Community management includes fostering and maintaining an active, engaged community on social media platforms. These coordinators respond to comments and messages, moderate discussions, and handle customer service issues. This role is essential to maintaining a positive brand image and building solid relationships with followers.

Top skills for social media coordinators

Social media coordinators need a combination of creative abilities, an understanding of social media trends and analytics, excellent communication skills, and proficiency in social media management tools. A skilled coordinator can create compelling campaigns, drive customer engagement, and contribute to a brand’s online presence and reputation.

The role often involves crafting unique, compelling content to attract and engage audiences, such as writing engaging posts, designing eye-catching graphics, and creating captivating videos. A high level of creativity helps coordinators stand out in a crowded digital landscape, catch the attention of potential customers, and contribute to the brand’s unique voice and personality.

An awareness of current trends and data analytics is important for creating relevant content, assessing a campaign’s success, and making data-driven decisions. This includes knowing how to interpret metrics like engagement rate, reach, and impressions. Those who spot emerging trends and effectively use analytics will be able to adapt strategies, improve engagement, and achieve better results.

Excellent communication skills include using the appropriate tone and style for different platforms and audiences. Coordinators must respond to comments and direct messages promptly and professionally, as their role is involved with customer service and reputation management.

Using social media management tools effectively can streamline scheduling posts, monitoring engagement, and analyzing performance across different platforms. Familiarity with tools like Hootsuite, Buffer, or Sprout Social can improve a social media coordinator’s efficiency in managing multiple accounts simultaneously. As these tools evolve and new ones emerge, they must stay up-to-date and continually expand their toolkits.

Social media coordinator career path

The career path typically begins with an entry-level role in marketing or communications, such as a marketing assistant or communications intern. This stage is needed for gaining an understanding of marketing principles and strategies, as well as developing skills in content creation and social media management.

After gaining experience and honing skills, advancing to a social media coordinator position is possible. This role’s initiatives include managing and creating content for various platforms, monitoring and responding to user comments, and analyzing engagement data to inform strategy.

With several years of experience and a proven track record of growing social media presence, a coordinator can progress to a senior coordinator or social media manager role. These positions often involve leading social media strategy, supervising junior staff, and working closely with other departments to align social media efforts with broader marketing goals.

Over time, leadership positions as director of social media or digital marketing are possible, overseeing an organization’s entire social media strategy and often managing a larger team. Further progression might lead to roles like VP of marketing or chief marketing officer (CMO), responsible for all marketing initiatives, including social media.

Social media coordinators are increasingly important as businesses continue recognizing the value of a solid social media presence. One significant trend is the rapid evolution of social media platforms themselves. Platforms continuously introduce new features, like live streaming, stories, and augmented reality filters, requiring constant strategy updates. 

Another trend is the growing importance of data analytics in social media strategy. These professionals are now expected to use analytical tools to measure the success of campaigns, understand audience behavior, and fine-tune strategies based on data insights.

Social media strategies have an increasing focus on authenticity and community-building. Today’s audiences want to see genuine content that resonates personally. Coordinators must create and manage content that fosters a strong sense of community and engagement among followers.

Finally, as social media platforms expand their e-commerce capabilities, a firm understanding of social commerce strategies is increasingly in demand.

Employment projections for social media coordinators

According to the Bureau of Labor Statistics (BLS), social media coordinators fall under the broader category of “Public Relations Specialists.” The latest data shows that employment in this category is projected to grow by 8% through 2031, faster than the average for all occupations. Given the continual growth of social media usage and the increasing reliance of businesses on digital marketing strategies, the outlook should remain positive. Those who stay up-to-date with the latest social media trends and tools and have a solid ability to engage audiences will likely have the best job prospects.

Social media coordinator career tips

Understand your audience

A social media coordinator’s success hinges on understanding the target audience’s demographics, preferences, and online behaviors. This insight will guide content creation, platform choice, and engagement strategies, leading to more effective social media campaigns.

Stay on top of social media trends

The landscape of social media is ever-evolving, with new platforms, features, and trends emerging regularly. Staying updated is key to taking advantage of new opportunities, reaching an audience innovatively, and keeping content relevant and engaging.

Develop strong writing and visual storytelling skills

Effective social media content often involves a mix of text, images, and videos. Strong writing skills help craft compelling posts that capture an audience’s attention. Meanwhile, visual storytelling skills, such as graphic design, photography, and video editing, can significantly enhance the content’s appeal. 

Analyze and interpret social media metrics

Data analysis involves tracking social media metrics, such as likes, shares, comments, and clicks, to gauge the performance of posts and campaigns. This information can help to understand what resonates with an audience and refine strategies over time.

Continuous learning

Staying updated and enhancing skills is necessary in the ever-changing world of social media. Consider the following options:

  • Subscribe to social media news sites like Social Media Examiner or TechCrunch
  • Participate in webinars and online courses
  • Pursue relevant certifications such as Hootsuite Social Marketing Certification or Facebook Blueprint Certification
  • Learn about new social media management tools and analytics software

Build a professional network

Networking can provide valuable opportunities for learning, collaboration, and career advancement. Here are some professional associations and networks:

  • Social Media Club
  • American Marketing Association (AMA)
  • LinkedIn Groups such as “Social Media Marketing” and “Digital Marketing”

Manage your time effectively

Managing multiple social media platforms and campaigns can be complex and time-consuming. Strong time management skills can help you prioritize tasks, meet deadlines, and maintain a consistent social media presence.

Uphold brand consistency

Coordinators must ensure that all posts and interactions uphold the brand’s voice, style, and values. This consistency helps to build a recognizable and trustworthy brand image across all social media platforms.

Be responsive and interactive

Social media is all about interaction. Respond to comments, share user-generated content, and actively engage with your audience. Build a robust online community around your brand to make the audience feel valued and heard.

Where the social media coordinator jobs are

Top companies

  • Google
  • Edelman
  • Buzzfeed
  • Nike
  • Netflix

Top states

  • California
  • New York
  • Texas
  • Illinois
  • Florida

Top job sites

  • zengig
  • Indeed
  • Glassdoor
  • Upwork
  • MediaBistro


What qualifications are typically required for a social media coordinator role?

The role typically requires a bachelor’s degree in marketing, communications, or a related field. Practical experience managing social media platforms from previous employment or internships is highly valued. Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn require proficiency. Familiarity with social media management tools and analytics is also beneficial.

What skills are important for a social media coordinator?

They should have strong written communication skills for creating engaging content, creativity to develop innovative social media campaigns, and analytical skills to interpret social media metrics and adapt strategies accordingly. Organizational and customer service skills help to manage multiple platforms or campaigns simultaneously and interact with followers. 

What are the typical duties of a social media coordinator?

Duties typically include creating and posting content to various social media platforms, engaging with followers, monitoring and responding to comments and messages, and analyzing social media performance metrics. Coordinators often develop and implement social media campaigns, coordinate content with other departments, and follow the latest trends and technologies. They may also manage advertising, including the creation, execution, and monitoring of campaigns.

What is the role of a social media coordinator in brand development?

A coordinator plays a strong role in brand development by establishing and maintaining a consistent voice and image across all social media platforms. They create engaging content that reflects the brand’s values and appeals to the target audience. Engagement with followers builds loyalty and strengthens the brand’s relationship with its audience.

How does a social media coordinator measure the success of social media campaigns?

Various metrics measure a campaign’s effectiveness, such as engagement rate, reach, impressions, follower growth, and click-through rate. They may also track conversions or sales directly attributed to social media efforts. These metrics help determine what works, what doesn’t, and how to optimize strategies for better results.

What’s the difference between a social media coordinator and a manager?

While the responsibilities of a social media coordinator and a social media manager can overlap, there are differences. A social media coordinator focuses on creating content, posting regularly, responding to comments, and analyzing performance metrics. A social media manager often has a broader strategic role, which includes defining the strategy, setting goals, overseeing all activities, managing a team, and coordinating with other departments.

What challenges might a social media coordinator face?

Common challenges include managing a high content volume across multiple platforms, dealing with negative comments or crises, staying updated with trends or algorithms, and proving the ROI of social media activities. They often have to balance the need for timely, frequent posts with the need for high-quality, engaging content.

How does a social media coordinator stay updated with social media trends and changes?

Staying updated can include following reputable digital marketing blogs, attending industry conferences or webinars, participating in online communities, and testing new features and tools on social media platforms. Reviewing each platform’s insights and analytics can also help identify emerging trends.

How does a social media coordinator collaborate with other marketing roles?

Coordinators often work closely with content creators to develop posts aligning with broader marketing strategies, graphic designers for visual content, and SEO specialists to optimize posts for searches. They may also work with digital marketers to integrate social media campaigns with other marketing efforts.

What role does a social media coordinator play in customer service?

A social media coordinator plays a significant role in customer service by monitoring and responding to comments, questions, and complaints. They may help resolve issues, provide information, or direct followers to appropriate customer service channels. By doing so, coordinators improve customer satisfaction and build stronger relationships between the brand and its audience.